this ad was released by the "no on 37 campaign. >> under prop 37 complex badly written label regulations, some foods would need special levels to be sold in california while others would get special exemptions. this is a logical proposition makes no sense and it would increase costs for california farmers and food companies by over a billion dollars per year. increased grocery bills for a typical family by $400 per year. no wonder nearly every major newspaper in the state kyrgyz "no on 37. >> leading corporations opposing the labeling measure include monsanto, dupont, dow, agrosciences, bayer, pepsi, coca cola, nestle, and conagra. by some accounts, opponents of labeling are spending an estimated $1 million a day to quash the measure. for more we go to berkeley, california, to the university of california berkeley, where we're joined for debate on prop 37.